Saving Mr. Nature: Anthropomorphism enhances connectedness to and protectiveness toward nature

► Anthropomorphism of nature refers to assignment of human qualities to nature. ► 3 experiments examine how anthropomorphism affects people's relation and behavior toward nature. ► Anthropomorphism fosters conservation behavior, and enhances connectedness to nature. ► Connectedness to nature mediates the link between anthropomorphism and conservation behavior. ► These findings contribute to anthropomorphism research and environmental psychology.